Sydney Film Festival takes top billing in new campaign via Boccalatte

The 2012 Sydney Film Festival launched last week, with an integrated marketing and advertising campaign created by Boccalatte.

The work, encompassing campaign strategy, creative direction, art direction and design, is centred around the concept of 'Infinite stories. One film festival'.

The creative execution uses portrait photographs of a broad range of 25 archetypal film 'characters', shot by Helen White with vibrant coloured gels, to create a stylised cinematic feel.

The suite of images is used in a filmic and kaleidoscopic montage style, to convey the seemingly endless range of films, stories, characters and genres, you can experience through this year's Sydney Film Festival program.

The creative is rolling out across outdoor advertising including taxi backs and city flags, posters, social media, print and online advertisements and aims to reach a new and existing audience of film lovers, aged 14 to 80.

This is the fourth consecutive year that brand and visual communications agency, Boccalatte, has handled the Sydney Film Festival account.

Says Donarski: "This kaleidoscopic cornucopia of colour and movement is impossible to ignore and puts smiles on faces immediately. It's fun, it's filmic and it will help us be noticed and stay noticed."

Suzanne Boccalatte, founder and creative director of Boccalatte said: "Our ongoing relationship with the Sydney Film Festival is an incredibly important one for the studio. The festival has seen year on year increases to audience numbers and it's heartening to produce work that proves itself as not only creatively exciting, but highly effective as well."

A TVC to promote this year's event has been directed by Scott Otto Anderson for Photoplay.

The Sydney Film Festival began in 1954, making it one of the longest running events of its kind in the world. The festival runs for two weeks each year in June and showcases Australian, international and alternative films. This year, the event runs from 6 - 17 June.